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  1. 1. Anatomy of communicating a plan Maryland Department of Planning Sustainable Attainable
  2. 2. Follow the State Growth Plan process at: Maryland Department of Planning 301 West Preston Street, Suite 1101 Baltimore, Maryland 21201 Tel: 410.767.4500 Toll Free: 1.877.767.6272 TTY users: Maryland Relay or visit: Anatomy of communicating a plan August 2012 Publication No. 2012-004
  3. 3. Governor Martin O’Malley’s acceptance of PlanMaryland in December 2011 culminated four years of planning and outreach. This booklet outlines the methods the Maryland Department of Planning (MDP) used to communicate the plan, before and after, from traditional community meetings to new media. After taking office in 2007, Governor O’Malley instructed his new Secretary of Planning, Richard Eberhart Hall, to create a state growth plan. The first-ever state plan for Maryland would fulfill a mandate that the General Assembly originally laid out in 1959 but that had gone unmet. The plan’s development reached every corner of Maryland. Local planners, GIS mapping and data analysts, communications specialists, web and graphics designers were all closely involved with the effort. The ensuing outreach campaign that was the most extensive in the half-century of Maryland state planning. 1 Start with . . . A dash of spice “Reality Check” LEGO Building Exercise Develop the message Refine the plan Governor O’Malley accepts PlanMaryland with former Governors Hughes and Glendening on December 19, 2011 Meet with 3,000 stakeholders Add a web app Add social media Deliver the plan “GamePlanMaryland” at Sustainable Attainable
  4. 4. MDP developed several publications to explain the goals and objectives of a state plan before the plan was drafted. The publications shared a similar design, but were distinct in communicating different facets of the plan and the process. “PlanMaryland: What is it,” released in January 2010, was a simple booklet that laid out the case for creating a state development plan. “PlanMaryland: Why do we need it?” a foldout map that used charts and maps to describe the historic loss of farmland, the rise in long commutes and the rising consumption of land in recent decades, followed in June 2010. “PlanMaryland: What we’re hearing” was a 42-page spiral bound guide published in August 2010 to summarize the early input MDP received. 2 Start with … Before the first draft of the plan, MDP was involved in a half-dozen community meetings to form a basis of public opinion about communities and planning. “Reality Check Plus: Imagine Maryland” was a series of four “visioning” exercises held in Spring 2006 in the state’s four regions -- central, western, southern and Eastern Shore. The Urban Land Institute-Baltimore, the National Center for Smart Growth at the University of Maryland and 1,000 Friends of Maryland organized the events. Participants from business, civic organizations and the public sector placed Lego blocks on maps to “envision” the best areas for growth. Develop the message Content is king. The development of the plan and the communications for it rested on significant data and analysis that showed the consequences of Maryland’s growth trends. MDP developed maps, graphics and analysis for two future scenarios through the year 2035: one if the state developed under existing trends and the other with a “smart growth” approach. This analysis framed much of the discussion about PlanMaryland.
  5. 5. 3 Meet with 3,000 stakeholders Face-to-face meetings were essential to collect information, to interact with the public and to build credibility for the planning effort. In probably the largest extended “road show” in its history, MDP met with approximately 3,000 people during the process – in 30 large meetings around the state and at scores of smaller meetings with various stakeholder groups. MDP held a series of nine “Listening Sessions” that drew more than 600 citizens, elected officials and other community leaders in Fall 2008. 1. Lower Eastern Shore Region, Wicomico High School, Salisbury, MD, Sept. 16, 2008 2. Upper Eastern Shore Region, Queen Anne’s County High School, Centreville, MD, Sept. 17, 2008 3. Maryland Capital Region, James Hubert Blake High School, Silver Spring, MD, Sept. 18, 2008 4. Southern Maryland Region, Southern Maryland Electric Cooperative, Hughesville, MD, Sept. 23, 2008 5. Central Maryland Region, Woodlawn High School, Woodlawn, MD, Sept. 24, 2008 6. Western Maryland Region, Bridge of Life Church, Hagerstown, MD, Sept. 25, 2008 7. Prince George’s County, Bladensburg High School, Bladensburg, MD, Oct. 22, 2008 8. Northeast Maryland Region, Aberdeen High School, Aberdeen, MD, Oct. 28, 2008 9. Far Western Maryland Region, Frostburg State University, Frostburg, MD, Dec. 11, 2008 Development of PlanMaryland accelerated in 2010 with 13 public forums throughout the state to get additional input and to introduce the concept of a state development plan. More than 600 residents, planners, architects, public and elected officials attended these meetings, which were broken down into smaller discussion groups. Clicker devices were used to “poll” participants and visual maps were created from their responses with the web tool Wordle. Seven other state agencies joined MDP in planning and staffing the events. Eleven NGO (non- government organizations) and local governments were also represented. The colleges and universities that hosted the events became integral partners in the effort and were pleased to be associated with the shared goal of “sustainability.” Sustainable Attainable
  6. 6. 4 10. Carroll Community College, Westminster, March 9, 2010 11. Coppin State University, Baltimore, March 18, 2010 12. USM Universities at Shady Grove, Rockville, March 24, 2010 13. College of Southern Maryland, La Plata, April 8, 2010 14. Community College of Baltimore County, Essex, April 14, 2010 15. Anne Arundel Community College, Arnold, April 21, 2010 16. Salisbury University, Salisbury, May 6, 2010 17. Chesapeake College, Wye Mills, May 12, 2010 18. Frostburg State University, Frostburg, May 19, 2010 19. Cecil College, North East, May 26, 2010 20. Bowie State University, Bowie, June 3, 2010 21. Hood College, Frederick, June 9, 2010 22. Washington College, Chestertown, June 16, 2010 In Spring 2011, MDP and its partner state agencies returned to the public on the eve of releasing the first draft of PlanMaryland to provide information on the plan’s framework and objectives. More than 500 people attended the eight Open Houses. 23. Salisbury University, Salisbury, May 5, 2011 24. Washington College, Chestertown May 11, 2011 25. Long Reach High School, Columbia May 19, 2011 26. Morgan State University, Baltimore May 25, 2011 27. Frostburg State University, Frostburg, June 2, 2011 28. Harford Community College, Bel Air, June 8, 2011 29. University of Maryland-College Park, June 16, 2011 (Sponsored by the National Center for Smart Growth Research & Education and the University of Maryland Urban Studies & Planning Program) 30. College of Southern Maryland, La Plata, June 23, 2011 MDP held scores of additional meetings with smaller “stakeholder” groups, such as chambers of commerce, NGOs, and ethnic commissions. The presentations were more targeted to the audience and reflected the wide range of groups involved in shaping PlanMaryland. 1. Baltimore Metropolitan Council Sustainable grant partnership 2. Somerset Planning and Zoning staff 3. MD APA Regional Conference 4. BWI Business Partnership Inc. 5. Montgomery County Upcounty Citizens Advisory Board 6. Preservation Maryland Annual Conference 7. Southern AA County Chamber of Commerce (Council member and County Exec staff) 8. Maryland Association of Housing and Redevelopment Authorities 9. Baltimore North – Urban Land Institute 10. Baltimore County Planning & Zoning staff 11. Eastern Shore - ULI PlanMD Workshop 12. Maryland Association of Counties Planning Directors 13. MD American Planning Association Annual Meeting 14. State Highway Administration Interagency Managers Meeting (Baltimore County) 15. Baltimore South – ULI PlanMD workshop 16. Montgomery and Prince George’s County Maryland-National Capital Park and Planning 17. Western Maryland - ULI PlanMD Workshop 18. Annapolis and Anne Arundel County Planning staff 19. Frederick Municipal Planners meeting 20. DC Region - ULI PlanMD Workshop 21. Citizens for a Better Charles County 22. Greater Baltimore Economic Forum 23. Greater Baltimore Economic Forum 24. Charles County Green Symposium 25. Bainbridge Development Corp. Board 26. Maryland NAIOP 27. Maryland Municipal League 28. Maryland Library Administrators 29. Cecil County Delegates, Commissioners and Economic Development staff and others 30. Carroll County Water Resources Coordination Council 31. Washington Council of Governments Planning Directors 32. Baltimore Downtown Partnership 33. Montgomery County Executive and Council staff 34. Caroline County Association of Municipalities 35. Baltimore County Planning Commission 36. Sustainable Community Application Training (Laurel) 37. Baltimore County Planning Commission 38. Southern Maryland Planning Commissioners - Calvert, St. Mary’s, towns 39. Allegany County Planning Commission and Planning staff 40. Cumberland Mayor and Council 41. Caroline County Commissioners 42. Youghiogheny River Watershed Association (included Garrett County elected officials) 43. Greater Baltimore Committee 44. Sustainable Community Application Training (Hagerstown) 45. Carroll County Times and Finksburg Planning and Citizens Council joint public meeting 46. Commission on Environmental Justice at Howard Community College
  7. 7. 5 47. Baltimore Regional Transportation Board Tech Committee 48. Sustainable Community Application Training (Cambridge) 49. Sustainable Community Application Training (Crownsville) 50. Dorchester County Planning Commission 51. Charles County and La Plata planning staff 52. Mayor of Baltimore 53. Worcester County Commissioners 54. Hagerstown Planners 55. Westminster Mayor and Council 56. Washington County Commissioners 57. Cumberland-Allegany County Industrial Foundation Annual Meeting 58. Harry R. Hughes Center for Agro-Ecology 59. Dorchester County County Council 60. Homebuilders Association of Maryland 61. Garrett County Mayors Meeting 62. Tri-County Council - Western Maryland Regional Summit 63. Garrett County Mayors meeting 64. Frederick County Land Use Council 65. Jerome Parks Companies (Annapolis) 66. University of Maryland Center for Environmental Science (Cambridge) 67. Salisbury University Smart Growth Club and WET 68. WashCOG Planning Directors Technical Advisory Committee 69. “PlanMaryland: At the Crossroads” (sponsored by Carroll County) 70. Charles County Commissioners 71. BWI Partnership Executive Committee 72. Prince George’s County Council 73. Prince George’s County Executive 74. Maryland Planning Commissioners Association Conference (Easton) 75. Washington County Council President & Council Member 76. WYPR telecast (Baltimore) 77. 2011-2012 class of the Legacy Leadership Institute on Public Policy, Univ of MD Riverdale (Prince George’s County) Add social media MDP developed a special website in March 2010 to provide information on PlanMaryland. The site has drawn more than 40,000 unique visitors. As part of the website, an “interactive map” using geographic information systems (GIS) was created at Users can type in any address in Maryland and see where the property falls in areas defined by the draft plan for future growth, maintenance or preservation. They can also comment in the application. The application was designed to help local jurisdictions identify their “Planning Areas” to coordinate with the state plan guidelines. It was developed for use in ArcGIS® by geographic information system (GIS) users. MDP launched several social media outlets to amplify the message about PlanMaryland: Twitter @SmartGrowthMD, 2,200 followers PlanMaryland on Facebook, 550 friends MarylandPlanning on YouTube, 2,600 channel views MDP also developed several online surveys to collect more public input. Three received 260 responses: 1. PlanMaryland, December 2009-January 2010 2. What Does a State Growth Plan Mean to You? June-July 2010 3. Beyond the PlanMaryland Forums, August-September 2010 Sustainable Attainable
  8. 8. 6 A dash of spice Sustainable planning is a complex topic, so MDP sought out other, simpler ways to communicate the objective. A series of bumper stickers and magnets were printed with various slogans, such as “Here Today, Here Tomorrow” and probably the most popular one, “Less Sprawl, Y’all.” Refine the plan Applying what it had learning during several rounds of outreach, MDP developed an initial draft of PlanMaryland. It released it with an executive summary on April 28, 2011. A “progress report” followed July, in advance of the annual Maryland Association of Counties conference, to publicize changes MDP was already making to address comments it received. A second draft of PlanMaryland was released on September 7, 2011. More than 300 comments were analyzed in total over six months. MDP promptly posted them all online, positive and negative, sorted by the month received. The transparency was evident. The agency continued to accept and post comments after the deadline. In revising the plan, MDP also sought the counsel of other state agencies and the Smart Growth Subcabinet, a group of cabinet-level secretaries or their assignees whose agencies are involved in shaping smart-growth policy. A workgroup of the Maryland Sustainable Growth Commission, which is appointed by the governor to represent a broad cross-section of interests in state growth policy, met every few weeks over nine months to help shape the final document.
  9. 9. Add a web app In fall 2011, MDP developed “GamePlanMaryland” to help people better understand the long-term impact of planning decisions on their communities. MDP also modeled the concept on the Maryland Genuine Progress Indicator, which was developed and released in 2010. The sim tool was launched the day Governor O’Malley accepted PlanMaryland on Dec. 19, 2011. More than 1,300 have “played” it so far on, half from Maryland, half from around the U.S. and the world. Deliver the plan On December 19, 2011, MDP formally delivered PlanMaryland to Governor Martin O’Malley in a ceremony in the Governor’s Reception Room in the State House. He accepted it before an audience of about 100 people, including other state officials and employees, local planners, environmental leaders and other stakeholders. Former Maryland Governors Harry Hughes and Parris Glendening attended the ceremony because of their advocacy for Chesapeake Bay protection and smart growth during their terms in office. Both had also sent correspondence supportive of PlanMaryland to MDP during the prior year. To recognize that legacy, Governor O’Malley had the former governors at the podium when he accepted PlanMaryland. It was a rare occasion to have a trio of Maryland governors together for an event. Also by their side were Maryland Planning Secretary Richard E. Hall and Jon Laria, chairman of the Sustainable Growth Commission. Sustainable Attainable 7
  10. 10. Media PlanMaryland generated much coverage throughout Maryland and beyond. Reporting reflected the strong sentiments about the plan. Editorial-page commentary on the plan was divided: opposition in smaller newspapers, generally more supportive in larger newspapers. The plan has also drawn favorable attention in national and international outlets such as The Atlantic and UK Independent online Excerpts Washington Post: “[Governor] O’Malley is hoping to succeed with a smart-growth plan where Democratic governors before him have failed over two decades. The state’s large and powerful counties have repeatedly killed or weakened such efforts in the past to maintain local control over development decisions. The governor, however, is invoking a 37-year-old law granting the executive branch power to develop a plan without a new vote by the General Assembly. He said it’s the only way for Maryland, which is already the fifth most densely populated state in the country, to pass along a similarly beautiful landscape to future generations,” August 19, 2011 Baltimore Sun: “Since 1973, the population has grown 39 percent, but development has grown 154 percent. That’s just not a sustainable formula. … PlanMaryland would move the state in the proper direction.” Editorial, October 31, 2011 Bay Journal: “A proposal by Maryland’s Governor O’Malley to cut state subsidies for schools, roads and wastewater where counties allow sprawl development could save billions. … Government accounting for economic progress needs to start valuing the nature we lose as well as the development that replaces it.” Tom Horton, November 2, 2011 MDP Secretary Richard E. Hall and Governor O’Malley with the media at PlanMaryland forum at Maryland Association of Counties Conference, August 2011 8
  11. 11. UK Independent, London: “Maryland, state of salty cookies and The Wire, isn’t very big. It also provides much of outlying areas of two huge cities – Baltimore and Washington -- whose workers’ desire for suburban homes has fuelled an urban sprawl into the countryside. In short, space is running out. It’s for this reason that its Governor Martin O’Malley has unveiled Plan Maryland. … It sounds exactly like the kind of policy that planning experts, environmentalists and thinkers like Edward Glaeser (we recommend his book “Triumph of the City”) have been extolling for years. … Rural officials, worried about their planning power, have already reacted angrily to the plan and, weirdly, British climate change denier Lord Monckton, also spoke against it at a forum on the plans on Monday. If Monckton is dead against it, then O’Malley must be thinking along the right lines,” “Will Dean’s Ideas Factory,” Nov. 3, 2011 Urbanite Magazine: “By 2035, the state is projected to lose another 226,000 acres of farmland and 176,000 acres of forest. These are deeply worrisome numbers for a state that is already the fifth-most densely populated in the country, and it is [Richard] Hall’s job to stop, or reverse, these trends. His signature sits atop a provocative new document called PlanMaryland, which consolidates a variety of ‘smart growth’ measures first adopted in 1997 and made official policy by Gov. Martin O’Malley in December. The document, in remarkable detail, raises deep questions about the future of the state and makes plain the economic and ecological benefits of building homes and businesses near existing roads and sewer lines,” “Sprawltimore,” March 30, 2012 “Politically, you can’t give enough credit to Governor Martin O’Malley for Maryland’s new state-level smart growth plan, PlanMaryland. O’Malley stood up to rural opposition and muscled legislation through late last year to put in place what may be the most progressive state- level land use planning in the country. But you also can’t separate the governor’s successes from the man behind the scenes, turning policy positions into reality: Richard Hall. With Hall’s help, for decades Maryland has been laying the groundwork to be a national leader in smart growth. … Hall and O’Malley both recognize that for too long Maryland’s system was already dividing the state into winners and losers, as the interests of cities and existing communities were supplanted by unplanned, sprawling development. It will take strong leadership to change the dynamic. But these two are up to the task.” April 16, 2012 Other media coverage 1. The Era of Suburban Sprawl Has to End. So, Now What?, Urbanite, April 2012 2. Maryland pursues next phase in smart growth strategy, Partnership for Sustainable Communities 3. Gov. Martin O’Malley discusses the Chesapeake Bay “pollution diet” and PlanMaryland on WYPR’s “Maryland Morning with Sheilah Kast” 4. PlanMaryland Stirs Opposition on the Eastern Shore, Secretary Hall talks with Don Rush on Delmarva Public Radio WSDL 90.7FM Salisbury, Monday, Jan. 30, 2012 5. Secretary Hall talks PlanMaryland with Kojo on the Kojo Nnamdi Show on WAMU 88.5FM, Monday, Jan. 30, 2012 6. “PlanMaryland” in Maryland Juice blog, Jan 3, 2012 7. Baltimore Sun editorial on PlanMaryland and Bay cleanup, Jan. 2, 2012 8. Maryland Governor Outmaneuvers Foes To Adopt New Master Plan, Planetizen, Jan. 2, 2012 9. Secretary Hall on WYPR on PlanMaryland, November 21, 2011 10. Secretary Hall in the Washington Post on PlanMaryland, November 13, 2011 11. Sprawl is the real enemy of rural living, Baltimore Sun, November 2, 2011 12. Baltimore Sun editorial on PlanMaryland, October 31, 2011 13. Secretary Hall in the Carroll County Times on PlanMaryland, October 31, 2011 14. Maryland’s Governor Explains his War on Sprawl, The Atlantic Cities, October 27, 2011 15. Smart-Growth Efforts Lag, Look to Maryland Well-planned development can save money, Hartford Courant, October 3, 2011 16. PlanMaryland: A easy sell to taxpayers, Baltimore Sun, September 26, 2011 17. Former Governor Glendening on PlanMaryland in “Smart Growth America,” Dec. 21, 2011 18. PlanMaryland on WAMU 88.5, Dec. 21, 2011 19. Secretary Hall on “Smart Investments in Smart Growth,” Governor O’Malley’s Blog, Dec. 21, 2011 20. O’Malley Orders Implementation Of PlanMaryland As State Policy,, Dec. 20, 2011 21. PlanMaryland is official: O’Malley signs executive order on growth plan, Cecil Whig, Sustainable Attainable 9
  12. 12. 10 22. Dec. 20, 2011 23. Maryland governor signs land-use order, Washington Post, Dec. 19, 2011 24. Hughes, Glendening turn out for Plan Maryland, Baltimore Sun, Dec. 19, 2011 25. O’Malley growth control program PlanMaryland takes effect, Baltimore Sun, Dec. 19, 2011 26. O’Malley signs executive order on PlanMaryland, Associated Press, Dec. 19, 2011 27. Statewide lands plan garners O’Malley edict, Washington Times, Dec. 19, 2011 28. O’Malley Plans Maryland, Governors Journal 29. O’Malley signs executive order on plan to control, sustain growth as Md. population swells, The Republic, Indiana 30. Metropolitan Washington Council of Governments Blog - Region Forward and PlanMaryland: Sustainable Visions for the Future” at Region Forward, December 12, 2011 31. Secretary Hall discusses PlanMaryland on MPT’s “State Circle,” Dec. 9, 2011 32. Part 2: Rhetoric Running Hot And Heavy Over Plan Maryland, Dec. 9, 2011 33. “Plan Wars,” 2-part series on PlanMaryland on WYPR 88.1 FM; Part 1: Plan Maryland Has No Shortage Of Critics, Dec. 7, 2011 34. Secretary Hall on WYPR on PlanMaryland, November 21, 2011 35. PlanMaryland Part 3: How it would work is still unclear,, November 16, 2011 36. PlanMaryland Part 2: Framework for smart growth or dramatic policy shift?,, November 15, 2011 37. PlanMaryland Part 1: Why is The State Land-Use Plan So Controversial?,, November 14, 2011 38. Secretary Hall in the Washington Post on PlanMaryland, November 13, 2011 39. Sprawl is the real enemy of rural living, Baltimore Sun, November 2, 2011 40. Baltimore Sun editorial on PlanMaryland, October 31, 2011 41. Secretary Hall in the Carroll County Times on PlanMaryland, October 31, 2011 42. Maryland’s Governor Explains his War on Sprawl, The Atlantic Cities, October 27, 2011 43. Smart-Growth Efforts Lag, Look to Maryland Well-planned development can save money, Hartford Courant, October 3, 2011 44. Western Md. county seeks PlanMaryland exemption, WHTM abc27, October 3, 2011 45. Commissioners Extend Media Contract, Put Aside Funds for PlanMaryland Summit, Westminster Patch, September 29, 2011 46. County will join forces for lobbyist, Cumberland Times-News, September 26, 2011 47. PlanMaryland: A easy sell to taxpayers, Baltimore Sun, September 26, 2011 48. EDITORIAL: Summit won’t change state plan, Carroll County Times, September 26, 2011 49. Secretary Hall to speak about PlanMaryland and the Eastern Shore on Thursday, October 20th, 2011 at Salisbury University 50. Secretary Hall in the Baltimore Sun on Plan Maryland, Sept. 23, 2011 51. PlanMaryland designed to stifle us, Frederick News-Post, September 23, 2011 52. County planners reject latest PlanMaryland revision, Cecil Whig, September 23, 2011 53. Board looking to host environmental summit on PlanMaryland, Caroll County Times, September 23, 2011 54. Smart Growth as a political plot? Please, Baltimore Sun, September 21, 2011 55. O’Malley’s Smart Growth power grab; Frederick County official sees an ulterior motive in Gov. O’Malley’s push for PlanMaryland, Baltimore Sun, September 19, 2011 56. Secretary Hall on PlanMaryland on Midday with Dan Rodricks on WYPR, Sept. 15, 2011 57. No PlanMaryland Lobbyist for Carroll County...Yet, Eldersburg Patch, September 16, 2011 58. The Case for a D.C.-Baltimore Mega-Region , The Atlantic Cities, September 16, 2011 59. Western Md. counties considering lobbyist ‘We want to support the (comprehensive statewide growth plan), but we want to make sure it’s fair for all of us’, Herald-Mail, September 15, 2011 60. Revised planning document gives local governments more authority, Gazette.Net, September 12, 2011 61. Maryland gives smart growth another push, Switchboard - Natural Resources Defense Council Staff Blog, September 7, 2011 62. County urges citizens to read PlanMaryland, Cecil Whig, September 6, 2011 63. St. Mary’s Adds PlanMaryland Concern, The Baynet, September 4, 2011 64. Dels. discuss issues affecting real estate community, Star Democrat, Star Democrat, September 2, 2011 65. LETTER: PlanMaryland just a cover for socialism, Cecil Whig, September 2, 2011 66. The Latest on Maryland’s Grand Anti-Sprawl Plan, The Infrastructurist, August 30, 2011 67. County commissioners draft letter to state over concerns with PlanMaryland, Caroll County Times, August 30, 2011
  13. 13. 68. MACo Releases PlanMaryland Comments, Maryland Association of Counties, August 30, 2011 69. MACo Responds to 60-Day PlanMaryland Extension, Maryland Association of Counties, August 30, 2011 70. Commissioners critique state smart-growth plan at meeting, Frederick News Post, August 30, 2011 71. Board of Commissioners, residents discuss PlanMaryland at forum, Carroll County Times, August 29, 2011 72. Members of the Carroll County delegation discuss the governor’s PlanMaryland document in the Carroll County Times, with an emphasis on local control, August 28, 2011 73. Councilman plans override effort on South County vetoes , Baltimore Sun, August 27, 2011 74. MACo Responds to 60-Day PlanMaryland Extension,, August 26, 2011 75. Howard, commissioners still want more time to review state plan, Carroll County Times, August 26, 2011 76. Commissioners may join effort against land-use plan, Frederick News-Post Online, August 24, 2011 77. State policy to get second look, The Daily Times, August 24, 2011 78. Counties cry wolf over development restrictions, Baltimore Sun, August 23, 2011 79. Frederick County Commissioner predicts “uprising” against O’Malley’s Plan Maryland, Potomac Tea Party Report, August 23, 2011 80. Flexibility needed in state plan, Carroll County Times, August 23, 2011 81. Calvert to Request Deferral of Plan Maryland, The Baynet. com, August 22, 2011 82. Local officials should quit whining about PlanMaryland, Baltimore Sun Letters to the Editor, August 22, 2011 83. MACo recap: Montgomery officials in sync with governor, Leggett says Plan Maryland proposal right approach, Gazette. Net, August 22 , 2011 84. Plan Maryland keeps rolling along despite local speed bumps, Maryland Reporter, August 21, 2011 85. Plan Maryland Edges Toward Completion, Conflict with Counties, Dundalk Patch, August 20, 2011 86. Sprawl and power, Hometown Annapolis, August 19, 2011 87. O’Malley discusses growth plan with locals, Ventura County Star, August 19, 2011 88. O’Malley, Md. counties begin battle over development plan, Washington Post 89. O’Malley faces tough sell to locals on land development, The Baltimore Sun 90. O’Malley discusses Planmaryland with county leaders, Cumberland Times-News 91. County Officials Skeptical About PlanMD Impact, The Dispatch 92. Plan Maryland Edges Toward Completion, Conflict with Counties, Ellicott City Patch 93. Kent planning commission pans ‘PlanMaryland,’ The Star Democrat 94. Commissioners waiting, seeing on O’Malley’s PlanMaryland, Cecil Whig 95. MDP Planning Services Director Rich Josephson speaking about “PlanMaryland” on Magic 100.5 FM, Cumberland, July 27, 2011. 96. Secretary Hall in Cumberland Times-News, “Planmaryland will help area, not hinder it”, July 24, 2011 97. Secretary Hall on PlanMaryland in the Cecil Whig, June 21, 2011 98. Secretary Richard E. Hall: Smart planning helps communities, Carroll County Times, June 7, 2011 99. Armory Marketplace Could Benefit from PlanMaryland, Patch. Com, May 17, 2011 100. State ready for comment on draft of growth plan, Carroll County Times, May 17, 2011 101. Fixing smart growth, Op-Ed by Maryland Secretary of Planning, Baltimore Sun, April 19, 2011 102. Secretary Hall interviewed by “The Real Deal” about PlanMaryland 103. Planning Services Director Rich Josephson on PlanMaryland in “Maryland Planner” from the Maryland chapter of the American Planning Association 104. Panel discussion, including MDP, about Sustainable Growth on “Midday with Dan Rodricks”, WYPR, August 25, 2010 105. PlanMaryland aims for ‘smart growth’ on Baltimore Business Journal, August 13, 2010 106. Maryland planning for less sprawl on Maryland Daily Record, August 22, 2010 107. PlanMaryland is highlighted in Maryland Life magazine’s “Maryland in 2030” supplement 108. Listen to Secretary Hall’s interview about PlanMaryland on 88.1 FM/WYPR’s Maryland Morning podcast. The Secretary originally appeared on Tuesday, May 18, 2010 109. Executive Director of the Maryland Coastal Bays Program David Wilson urging people to come out to the PlanMaryland Public Forum 110. Director of Planning Services Richard Josephson on PlanMaryland in the Carroll County Times, March 8 111. Maryland is making plans for future growth, Baltimore Sun, March 8, 2010 Sustainable Attainable 11
  14. 14. 12 The communications effort for Maryland’s first plan for sustainable growth was challenging on several fronts. The state had never conducted a statewide planning effort like it before even though state law had required a plan since 1959. Numerous theories existed for why one had never been done, but the strong reactions that this plan elicited likely revealed one reason it hadn’t been pursued before. Outreach was essential, even before the state plan was developed. The amount of outreach, particularly traditional face-to-face meetings in communities, brought the message credibility. MDP and other state agencies invested thousands of staff hours and logged thousands of miles across every county in Maryland to explain and promote a state growth plan. MDP was impressed from the start that hundreds of people were willing to spend two or three hours at meetings to discuss growth impacts 20 or 30 years into the future. While all citizens should be heard, planners refused to be daunted or intimidated by a small, vocal opposition. PlanMaryland got swept into some of the same anti-planning demagoguery that had surfaced nationally. Some opponents contended the plan was motivated by a United Nations mandate for Agenda 21 or dismissed any attempt at planning for climate change. No rational explanation – such as the fact that Maryland law requiring a state plan preceded Agenda 21 by decades – seemed to suffice for some critics. But the plan’s extensive data on land use, housing and transportation gave it authority with others in the public and media. Mixing traditional and newer modes of outreach across meeting times, locations and settings helped stimulate a diversity of input. Social media helped propel news about the process. And a “sim game” and interactive mapping applications were developed to help people get a better sense of what the plan might mean to them individually. People need to know they have been heard. Summarizing the feedback received, publicizing it and making it accessible to all was important. Recognition of the plan -- hard to come by at first -- grew markedly: A Google search turns up about 100 mentions of PlanMaryland in November 2010, about 1,000 for the same month a year later. The outreach helped MDP meet its objective to deliver Maryland’s first-ever state plan to Governor O’Malley by the end of 2011. By helping push planning and land-use issues into the spotlight, the PlanMaryland outreach also laid the groundwork to help passage of major Maryland legislation in 2012 to limit development on septic systems. Although Maryland has a long history of innovation on land-use policy, the PlanMaryland outreach helped advance “Smart Growth 2.0” to better prepare for a more sustainable future.major Maryland legislation in 2012 to limit development on septic systems. Although Maryland has a long history of innovation on land-use policy, the PlanMaryland outreach helped advance “Smart Growth 2.0” to better prepare for a more sustainable future.
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  16. 16. Richard Eberhart Hall, AICP, Secretary Matthew J. Power, Deputy Secretary 410.767.4500 Toll Free: 1.877.767.6272 TTY users: Maryland Relay Martin O’Malley, Governor Anthony G. Brown, Lt. Governor Maryland Department of Planning